In this episode of the Tax Rep Network Podcast, Eric Green sits down in person with Michelle Weinstein of The Abundant Accountant to talk about one of the biggest challenges firm owners face: pricing with confidence. They dig into why AI and automation should make your firm more profitable—not cheaper—how to stop undercharging, why getting paid upfront changes everything, and what it really takes to build a firm that delivers more revenue with less stress. If you want to charge what you’re worth, improve your sales process, and create a more profitable practice, this episode is a must-listen.
You can contact Michelle at https://theabundantcall.com
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Pricing With Confidence With Michelle Weinstein
I am joined in person by Michelle Weinstein from the Abundant Accountant. I had to come out to San Diego. While I’m here, how do I not sit down with Michelle? We found a studio and it’s been terrific to get together.
When he said he was coming to San Diego, there was a total snowstorm. I’m like, “Are you going to make it?”
We were watching that very closely. It hit. Even then, it’s mostly raining. Originally, they thought Monday evening or we were flying on Monday evening. They’re like, “It’s 15 to 20 inches.” I have to tell you about the big problem in the cities. There’s nowhere to put it.
That’s what it was like in New York.
We’ve had such a major winter that we keep getting hit and hit and to the point where they’re bringing in backhoes to try to move it before the next storm. They’re taking it out and dumping it for those people who don’t realize because we salt the roads. You can’t just go dumping it into the ocean or into streams. It’s environmental. It’s an issue.
Pricing With Confidence: Why Charging More Is the Key to Growth
In a rapidly evolving tax and accounting landscape, automation and artificial intelligence are transforming how professionals operate. Tasks that once took hours can now be completed in minutes. While many practitioners see this as an opportunity to lower prices and pass savings on to clients, that mindset may be holding them back.
As discussed in a recent conversation with Michelle Weinstein of The Abundant Accountant, increased efficiency should not lead to lower fees—it should lead to higher profitability. When your systems, tools, and processes improve, your value doesn’t decrease. In fact, it increases.
The core issue isn’t pricing formulas or how to bill for each additional form or service. Instead, it’s about understanding your worth and pricing accordingly. Many firm owners fall into the trap of itemizing every detail of their work, worrying about how much to charge for each incremental task. But when pricing is done right, those small variations become irrelevant. A well-priced engagement absorbs complexity while maintaining strong margins.
This shift requires a fundamental change in mindset. Rather than asking, “What should I charge for this?” professionals should ask, “What do I need to earn, and how many clients do I want to serve?” From there, pricing becomes strategic rather than reactive.
One of the biggest barriers to making this shift is confidence. Many firm owners hesitate to raise prices out of fear—fear of losing clients, fear of rejection, or fear that they are not “worth” the higher fee. However, experience shows that higher prices often attract better clients. Clients who invest more are more engaged, more responsive, and more committed to the process. They show up prepared, provide documentation promptly, and respect the professional relationship.
Another key concept is setting boundaries. Not every client is the right fit, and not every opportunity should be accepted. Successful firms learn to choose their clients rather than allowing clients to choose them. This includes being willing to walk away from engagements that don’t meet pricing or process standards.
For those who still want to help clients with limited means, the solution isn’t discounting across the board—it’s intentionality. Think of it as a “nonprofit lane” within your practice: a limited number of cases where you choose to offer reduced pricing under specific conditions. The key is that this is a conscious decision, not the default.
Automation and AI further reinforce the need for value-based pricing. Investing in tools, software, and systems comes with a cost, and that cost must generate a return. More importantly, these tools enhance your expertise—they don’t replace it. Clients are paying for your judgment, your strategy, and your ability to solve complex problems, not just the time it takes to complete a task.
Ultimately, the firms that thrive will be those that embrace efficiency while doubling down on value. They will charge based on outcomes, not hours. They will build processes that support consistent, confident sales conversations. And most importantly, they will recognize that pricing is not just a financial decision—it’s a reflection of how they see themselves and their work.
If there’s one takeaway, it’s this: don’t let efficiency drive your prices down. Let it elevate your business.
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About Michelle Weinstein
Michelle Weinstein is a time-tested entrepreneur, master of selling, and founder of The Pitch Queen and The Abundant Accountant.
In her 20 years of sales experience, she’s worked with multiple CEOs at billion dollar companies, landed contracts with national retailers like Costco and The Vitamin Shoppe, and pitched her way onto ABC’s Shark Tank.
Her business journey started in finance, which is why her mission today is to help accountants, EAs, CPAs and bookkeepers discover their true value and sell high-level services to their clients with ease and confidence.
Her clients have collectively added over $20 million in additional revenue in their firms in the last two years. ALL of them did this without working more hours, without taking on a ton of new clients, without discounting their services, and without doing anything that they didn’t want to do.
